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Proprietary / Confiden0al
Best Prac*ces and Next Prac*ces for Consumer Loan Growth
A Harland Clarke Webcast Series
April 5, 2016
© 2016 Harland Clarke. All marks are the property of their respective owners. All rights reserved.
Presenta0on materials and video replay will be provided within one week Have ques0ons? Use the ques0ons panel We’ll field them as we go and during the Q&A recap at the end of the call
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Today’s Presenters
Photo Here
2
Stephenie Williams Senior Market Strategist, Lending Solu0ons, Harland Clarke
● 20+ years direct marke0ng experience in retail and financial services
● CRM and ROI specialist
Steve Nikitas Senior Strategist Director, Harland Clarke
● 30 years experience, including senior execu0ve at financial ins0tu0on in New York, California and MassachuseXs
● Loan porYolio and account holder reten0on specialist
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Agenda
3
State of Lending Market Latest trends
Pain Points Acquisi/on, U/liza/on, Reten/on
Acquire and Retain Best Prac/ces to achieve growth
PorGolio Engagement U/lize and Retain
Crea*ve Approach Going to market
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> > > Quick Poll
4
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> > > State of Lending Market: Latest trends
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80%
48% 48% 46% 44% 36% 28% 24% 20% 20%
0%
79%
38% 33% 41% 26%
38% 36% 21% 18% 17% 17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% BANKS
76% 54% 48% 39% 39%
26% 24% 22% 22% 13% 9%
83%
52% 39% 46%
24% 29%
18% 17% 16% 12% 5% 0% 20% 40% 60% 80% 100%
2016 2015
Loan Growth is Top Priority for Financial Ins*tu*ons
6 © 2016 Harland Clarke Corp. All rights reserved. Source: What’s Going On In 2016 – Cornerstone Advisors
CREDIT UNIONS
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Lending Market Trends
7 Source: Freddie Mac December2015 Economic and Housing Outlook
Refinancing Share of Origina*ons Forecast
Total Home Sales Forecast (Millions)
© 2016 Harland Clarke Corp. All rights reserved.
Refinancing is trending down
Home sales are trending up
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The Market is Favorable
8 © 2016 Harland Clarke Corp. All rights reserved.
Millions
Auto Sales (in Millions)
Source: Center for Auto Research, July 2015.
$8,000
$6,000
$4,000
$2,000
$0
Loan balance
Delinquency rate
5%
4.5%
4%
3.5%
3%
Unsecured Loans (balances up, delinquencies down)
Balance per customer Delinquency rate
Source: Bankrate.com
16.1
13.2
10.4 11.6
12.8 14.5
15.6 16.5 17.2
17.5 17.7 17.8
0
2
4
6
8
10
12
14
16
18
20
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
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> > > Pain Points: Acquisi/on, U/liza/on, Reten/on
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10
New loan growth
goal Refi’s Payoffs
Net new loan growth goal
+ + =
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Growth Isn’t Easy
11
Challenges: • Cau0ous economy • Stock market vola0lity • Increased compe00on (P2P, Fintech) • HELOC resets • PorYolio runoff • Mortgage purchase vs. Refi • Auto leasing
• 2015 record year • 2016 projected to beat ‘15
Opportuni*es: • Home sales • Auto sales • Personal loans Solu*on: Marke0ng and lending working together, cross func0on collabora0on vs. working in silos
© 2016 Harland Clarke Corp. All rights reserved.
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Learn-‐Do Loop
12
Best Prac*ce Focus on all 3 – acquiring, engaging and retaining customers – in order to grow loan porYolio and share of wallet
© 2016 Harland Clarke Corp. All rights reserved.
Learn-‐Do Loop Con*nuous Improvement
HC account holder analysis determines the right targets and op*mal geographies
Personalized omni-‐channel
delivery maximizes results
Hi-‐value incen*ves with easy fulfillment excite prospects at act!
Metrics repor*ng allows clients to measure campaign results
Analyze results, adjust and
develop strategy for next campaign
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> > > Acquire & Retain: Best Prac/ces to achieve growth
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Loan Genera*on Audiences
14
The segments delivering the greatest return are limited in size
3 Non-Shopping Account Holders
4 Non-Shopping Prospects
1 Shopping Account Holders
2 Shopping Prospects
3
2
4
5
5 Non-Shopping Account Holders/ Prospects
© 2016 Harland Clarke Corp. All rights reserved.
1
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Pre-‐Screen Credit Triggers
15
1
3
2
4
5
1 Shopping Account Holders Credit Triggers
2 Shopping Prospects Credit Triggers
© 2016 Harland Clarke Corp. All rights reserved.
The segments delivering the greatest return are limited in size
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Grow & Retain with Credit Triggers
* Source for 75% liu stat: Datamyx 16 © 2016 Harland Clarke Corp. All rights reserved.
Daily iden/fica/on of your account holders and prospects who are shopping for a loan
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Up to 5% of Account Holders Are Loan Shopping
*Many variables impact campaign success. The informa0on on earnings or percentage increases that is contained within this case study is provided for demonstra0ve purposes only. Harland Clarke does not guarantee or warrant earnings or a par0cular level of success with a campaign.
17
Credit inquiries made in the last 30 days
Product Type Count Percent of File
Mortgage 3,802 52%
Auto 816 11%
Credit Card 1,806 25%
Installment 897 12%
Total 7,320 100%
Es0mated number of new loan applica0ons generated based on historical campaign response rate of 7.8% data is 571 new loans*
3-‐5% of account holders are shopping each month
© 2016 Harland Clarke Corp. All rights reserved.
Credit Score Count Percent of File
<620 1,528 21%
620-‐639 486 7%
640-‐719 2,604 36%
720+ 2,702 37%
Total 7,320 100%
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Be Proac*ve With Pre-‐Screen Campaigns
18
1
3
2
4
5
3 Non-Shopping Account Holders Pre-Screen Campaigns
Perpetual Pre-Screening
4 Non-Shopping Prospects Loan Campaigns
© 2016 Harland Clarke Corp. All rights reserved.
The segments delivering the greatest return are limited in size
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19 © 2016 Harland Clarke Corp. All rights reserved.
$ $ $ $
$ High rate loans
% High payment
loans
$
Calculate po
ten*
al
savings
Preselected Refinance
offer
Loan-‐to-‐value
Home value
Savings
Originate Remaining balance
Loan Acquisi*on – Quarterly Prescreen Campaigns
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Loan Acquisi*on – Quarterly Pre-‐Screen Campaigns
20
Non-‐Shopping Account Holders and Prospects
• Meet your underwri0ng criteria • High propensity to respond • Scored on demographics, credit behavior and usage
© 2016 Harland Clarke Corp. All rights reserved.
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Paradigm Shij: Tradi*onal Approach
21 © 2016 Harland Clarke Corp. All rights reserved.
• Resource constraints
• Work effort inefficiency
• Limited product promo0on
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Paradigm Shij: Next Approach
22
● More efficient use of marke0ng resources ● Only have to develop criteria for loan products
● Capture loans that don’t get marke0ng support
© 2016 Harland Clarke Corp. All rights reserved.
Greater ROMI Creates loyalty w/ the financial ins*tu*on Beler consumer experience
o Offer available when they need o No guessing on approval
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“Next Prac*ce”: Perpetual Pre-‐screens
23
Financial Ins0tu0on account
holder base
Quarterly credit
prescreen
Check individual prescreens against product lending criteria
Compile personalized mul0-‐product
offers
Communicate at all touchpoints
Convert preselected leads to
funded loans
Campaign analysis
© 2016 Harland Clarke Corp. All rights reserved. © 2016 CUneXus Solu0ons Inc. All rights reserved.
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Invita*on to Apply
24
1
3
2
4
5
5 Non-Shopping Account Holders/ Prospects Invitation to Apply
© 2016 Harland Clarke Corp. All rights reserved.
The segments delivering the greatest return are limited in size
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> > > Quick Poll
25
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> > > U*lize & Retain: PorDolio engagement
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PorGolio Engagement
27 © 2016 Harland Clarke Corp. All rights reserved.
Segmenta*on • Iden0fy • Target • Incen0vize
Solicita*on • Create, implement campaigns
Op*mal Targe*ng • Develop sta0s0cal modes • Match offers • Op0mize 0ming
Grading • Sub-‐classify
Credit Risk, Marke0ng, Finance
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28
Best Prac*ce – Engagement Ac*vi*es
28 © 2016 Harland Clarke Corp. All rights reserved.
Onboarding
Ac*va*on/ U*liza*on
End of Term Reten*on
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> > > Crea*ve Approach: Going to market
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Firm Offer of Credit
An offer that must be honored… IF
● Consumer s0ll meets criteria used in selec0on process
● Consumer meets other credit criteria established prior to offer
30
Collateral Required
Credit Data Derived List Firm Offer
Eligibility Requirements Not Met
Collateral Provided
No Offer
© 2016 Harland Clarke Corp. All rights reserved.
No Offer
Collateral Provided
Collateral Not Provided
Required Not Required
Met
VALID OFFER
VALID OFFER
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Remember Your Alphabet
31
OFF ER R EQU I R EMENTS
Opt-‐Out No*ce Consumer has to be given a reasonable means to discon0nue adver0sements of this sort.
Product Product which the consumer is being presented.
Qualifica*on A statement of “pre-‐qualified”, “pre-‐approved,” “pre-‐selected”.
Rate The rate the consumer can pay. When the term “as low as” is used, a maximum must also be provided.
Sum of Money The minimum loan amount. A range is fine, so long as there is a minimum.
Terms and Condi*ons
1. Terms: The length of 0me that the offer is valid; typically greater than two days.
2. Condi0ons: The eligibility condi0ons that must be met for the offer to be valid. If collateral is required, it must be men0oned.
© 2016 Harland Clarke Corp. All rights reserved.
Content is intended to convey general informa0on only and not to provide legal advice or opinions.
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Pusng it All Together
32
Statement of Qualifica*on
Long-‐Form Opt-‐Out
Terms and Condi*ons
Minimum Amount
Maximum Rate
Short-‐Form Opt-‐Out
© 2016 Harland Clarke Corp. All rights reserved.
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Personalized Omni-‐Channel
33
Direct Mail
Call Center
Mobile
© 2016 Harland Clarke Corp. All rights reserved.
Online
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Strong Crea*ve Elevates Success!
Three key elements for effec0ve direct marke0ng of lending products
34
Audience Data/Targe*ng
1
Offer 2
Crea*ve 3
© 2016 Harland Clarke Corp. All rights reserved.
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Alloca*ng Crea*ve Real Estate:
1. Clearly branded 2. Compe**ve rate offer 3. Preapproved 4. Full offer 5. Deal sweetener 6. Thought starters 7. Urgency 8. Call to ac0on 9. Response channels 10. Short no0ce terms and condi0ons 11. Long no0ce terms and condi0ons (back of leXer)
35 © 2016 Harland Clarke Corp. All rights reserved.
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Learn-‐Do Loop
36 © 2016 Harland Clarke Corp. All rights reserved.
Best Prac*ce Focus on all 3 – acquiring, engaging and retaining customers – in order to grow loan porYolio and share of wallet Learn-‐Do Loop
Con*nuous Improvement
HC account holder analysis determines the right targets and op*mal geographies
Personalized Omni-‐Channel
Delivery Maximizes results
Hi-‐value incen*ves with easy fulfillment excite prospects at act!
Metrics repor*ng allows clients to measure campaign results
Analyze results, adjust and
develop strategy for next campaign
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Q&A Wrap Up
Type your ques*on in the ques*ons panel
Stephenie Williams Senior Lending Strategist Steve Nikitas Senior Strategist
Presenta*on materials and video replay will be provided within one week. Visit harlandclarke.com/webcasts for this and previous events.
harlandclarke.com/LinkedIn
harlandclarke.com/TwiXer
www.harlandclarke.com/webcasts
37
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Thank You